Google Bringing Generative AI To Online Shopping: “Try-On” To Help Buyers Visualize Apparel

Google is actively trying to integrate Generative AI into online shopping. The search giant has announced new features for its Google Search platform which will help buyers make better buying decisions by reducing guesswork.

Generative AI platforms such as Dall-E have been offering physiologically accurate, detailed, and expressive images of humans for quite some time. Moving forward, Google's Generative AI platform could soon help online shoppers visualize how they would look in clothes, shoes, accessories, and other merchandise before they actually buy the products.

Google To Debut New Virtual "Try-On" Feature

Google announced a new feature that will let users visualize how a garment would look on various models. The "Try-On" feature uses a Generative AI technique that powers some of the most popular and powerful AI image generators.

The virtual "Try-On" feature gives users AI-altered images that show how clothing fits various body types, ranging from XXS to 4XL sizes. This feature utilizes images of diverse models that Google captured during the development phase.

The images of people with diverse body types serve as a template for the Generative AI to drape the apparel. Google claims this is a more inclusive and comprehensive representation. The aim is to provide users with a better understanding of how clothes will look and fit different body sizes.

The Try-On feature considers the characteristics of clothing, such as stretching, wrinkling, flow, and fall, to generate realistic images of people wearing them. Google has not only unveiled the new service but also released a research paper outlining the technology behind this feature.

Where To Use The Generative AI-Based New Try-On Feature?

In addition to the Virtual Try-On feature, Google is launching additional search filters for clothing searches powered by AI and visual matching algorithms. Available within product listings on Google Shopping, the filters allow users to narrow their searches across stores using inputs like color, style, and pattern.

The new Generative AI-based feature will initially be aimed at online shopping for women's tops. Google will offer the AI feature in collaboration with retailers like Anthropologie and Everlane. Online retailers will gradually add the AI feature to men's clothing.

Even though a leader in the online search category, Google has long been facing an uphill battle with online shopping giants like Amazon. TikTok, on the other hand, has proven to be a rising star for online shopping portals as it creates and drives a lot of consumers to them.

Google appears to be aware of this changing scenario. It seems the search giant is betting on Generative AI to capture online shoppers' attention before competitors like Amazon.